Marketing & Finance
AIDA Marketing Funnel
Follow people from awareness to action and find the step where a campaign loses them.
- Time: 10 minutes
- With: Marketers
- You get: Conversion per step and the weak spot of a campaign
How to use this worksheet
- Define what counts at each step for this campaign: impressions, clicks, add-to-cart, purchase.
- Enter the numbers for one campaign or period.
- Read the biggest drop-off and decide whether the problem is the message, the offer or the page that follows.
Funnel counts
Numbers for one campaign or period.
Write down where the numbers come from and what would change them.
Prompts and example
Example
E-mail campaign in January, segment: past customers.
Funnel
Before you finish
- Each step has a measurable definition.
- The same campaign feeds all four counts.
- You know which lever fits the weakest step.
About AIDA
AIDA is one of the oldest models in advertising, attributed to Elias St. Elmo Lewis around 1898: Attention (Awareness), Interest, Desire, Action.
Treat the numbers as diagnostics. A drop between awareness and interest points to message and targeting, between interest and desire to the offer, and between desire and action to friction in the final step.
Recommended reading
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- Influence: The Psychology of PersuasionRobert Cialdini
Classic guide to understanding the psychology behind each stage of the AIDA funnel and how to ethically influence decisions.
- Contagious: Why Things Catch OnJonah Berger
Explores how to create awareness and interest through social transmission and word-of-mouth marketing.